Immersion cooling firm Submer has launched a new data center platform, Rubix Data Centers, and claims to have an 8GW portfolio of powered land at its disposal.

Former Stack Infrastructure executive John Eland will lead the new company, which is backed by M&G Investments, Planet First Partners, Norrsken VC, and Mundi Ventures.

The move marks Submer’s latest effort to diversify beyond cooling. The Barcelona-based firm launched a AI cloud business, InferX, last year.

Rubix will develop and operate AI data centers, and claims to have 8GW of power available across vacant sites in the Americas, as well as the EMEA and APAC regions. The company hasn’t disclosed precise locations for these sites, or whether any are currently in development.

“Thanks to its long-standing reputation for excellence in sustainable cooling for ultra-high-density workloads and its neocloud business InferX, Submer has close relationships with GPU manufacturers as well as the hyperscale end users of GPU as-a-Service. This gives Rubix early line of sight into AI demand workloads,” said Eland.

“I am excited to launch Rubix and grow our global business to enable our clients to scale AI and cloud deployments with speed, efficiency, consistency, and sustainability.”

Eland is the former CEO of Stack’s EMEA business, but began “transitioning out of the company” in August 2025. He had previously worked at NTT GDC as chief strategy officer, and is joined at Rubix by senior vice president Alison Gutman, another former Stack executive.

“AI infrastructure requires a fundamentally different approach to data centre development and delivery; I am thrilled to welcome John and Alison, whose industry experience sets us up for success,” added Patrick Smets, Submer’s CEO.

“As Submer evolves into a fully integrated, full-stack AI infrastructure group spanning land and power, manufacturing, thermal and product architecture, AI intelligence, compute across core data centres and edge environments – and now, data centre development and operations with Rubix – we’re creating a future-ready foundation built for performance, efficiency, and global scale.”